There are many social networking sites that can contribute to lead generation within your brokerage. Most brokers and agents are already using Facebook, Instagram, and Twitter, but LinkedIn is probably one of the best, yet most underutilized lead generation sites. According to HubSpot’s recent survey of 5,198 businesses, LinkedIn provides almost three times the lead generation potential of either Facebook or Twitter. LinkedIn had a lead conversion rate of 2.74% to Facebook’s 0.77% and Twitter’s 0.69% rates. In the world of digital marketing metrics, this difference is significant. If you are broker who has been largely ignoring LinkedIn as part of your marketing strategy, here’s five things you can do right now on LinkedIn to add this important funnel to your overall lead generation strategy.
1. Complete Your Company and Personal Page Profiles
This is an important activity for the Broker to complete on behalf of the business. Start or fully complete your brokerage company page. Make sure it is tied to your personal LinkedIn profile and keep the look of it consistent with your other branding. A company page allows you to showcase your brokerage in many ways by publishing content on it. Encourage your agents to have a LinkedIn presence, as anyone who clicks on the brokerage logo from any of your agents’ pages will be directed to your company page. You only have a few seconds to make a lasting impression on each viewer, so choose your words and visuals wisely.
2. Add A Professional Banner To Your Profiles
A large graphical banner is now an option on both your company page and your personal page. Don’t leave it blank like so many do. Spend the time to create an image that shows your brokerage’s unique characteristics and conveys why you are the go-to brokerage in your local area. Keep the banner simple and easy to read at a glance with a minimal amount of text. Take care that it is fully visible on your profile once uploaded as LinkedIn will overwrite parts of it with other graphics.
3. Connect, Connect, Connect
If you’re just getting started on LinkedIn, getting connections is your #1 priority. You can send connection invitations essentially to everyone you know (who is on LinkedIn), and everyone you’ve ever done business with. Later through searches, you can connect to people who you would like to do business with. The more connections you have, the more visibility the content you syndicate will have (ie. Walk through videos, Listing Updates, Local Market updates, etc.)
One note here, don’t use the generic LinkedIn Invite. Take the time to craft a personal invitation to connect, and make sure to send a thank you follow-up if they do.
4. Most Companies are on LinkedIn
Almost every large company has a profile on LinkedIn. Use this fact to your advantage by doing something called “Circle Prospecting”. In this technique, you draw a radius around one of your listings that includes at least 5 mid to large sized companies in the area. Then using LinkedIn Search features, find lists of employees of those companies in your area. You can then reach out for a connection, or direct message them a video of your listing. You may find in some cases the HR or even the RELO Director (in larger companies) and these are excellent people to reach out to and ultimately make into first degree connections. Bottom line: People who work nearby, may want to buy nearby.
5. Repurpose Your Website Blogs as LinkedIn Content
Many Brokers have understood the benefit of regular content production and already have some staff creating or curating content on a regular basis. Now let’s add LinkedIn to the list of places that you publish this content. Use the long form publishing feature of LinkedIn to republish the entire piece on your company page. Then have your agents publish links to it on their personal pages, expanding it’s reach. Make sure to monitor for comments and those who engage with the content are likely to be worthwhile business contacts.
Use LinkedIn To Increase Leads Now
With such a relatively high conversion rate, some time spent cultivating LinkedIn is a worthwhile activity for your agents and your brokerage. It will take some effort to engage consumers and get leads through LinkedIn, but having another source of quality leads isn’t an opportunity you want to pass up in your quest for growth.
Of course, LinkedIn is just part of an overall lead farming strategy to bring leads directly to your team. At Weichert, we have an extensive and comprehensive lead strategy that all our affiliates have the ability to plug into. From tools and systems that work, to the support to help implement them, if you want to get to the next level of success, talk to our team to see what we can do for your business.
Learn more at weichertfranchise.com or call 877-746-2067.